| Today, the market competition is fierce, under tremendous competitive pressure, companies and businesses in order to maintain a competitive position, take a variety of marketing tools to promote sales, and bundling as an effective marketing tool has also been more An increasing number of applications. However, in practice, not all of the bundling strategies are able to achieve the desired goal, many companies did not bring good results bundles, and some even suffered severe impacts and losses.Through access to the previous literature, I found bundling of research scholars focused on the theoretical level, research perspective also mostly focus on business practice, the lack of exploration of the consumer characteristics and subjective wishes. Meanwhile, this paper will study the development of strong momentum selected mobile phone retail market. Few scholars have studied the current market, and there are a small number of studies have focused on more practical level enterprise. Based on the above background and actual demand, this paper will examine the core issues defined as:Impact of bundling on consumer willingness to buy.Through this research, hoping to make up for the deficiencies in the existing theory to a certain extent, they can learn the theory and provide Ideas for further research on the future scholars. In addition, the understanding of consumer attitudes on the phone bundling, and factor in consumer attitudes and Purchase intention of influence for future rational, targeted guidance bundling mobile phone retail business, to carry out marketing activities to promote sales of mobile phones and related products will have a very important practical significance.This study will focus on the use of the following four methods:literature review, expert interviews, questionnaires and data analysis. According to this study required the use of descriptive statistical analysis, and reliability analysis, and validity analysis, and correlation analysis, linear and non-linear regression analysis of mathematical statistical methods for processing data collected in this article, to be given to verify the proposed hypothesis.Judging from the research hypothesis testing, consumer perceived value and Purchase intention there was a significant positive correlation. Further from the consumer’s perceived value of the four secondary Variables, the perceived price value, perceived emotional value, perceived social value and Purchase intention there was a significant positive correlation, indicating that these three will help improve consumer promotion phone bundled commodity Purchase intention; Perceived quality value weak positive correlation with Purchase intention, indicating that the value of quality handsets bundled product also helps consumers to buy, but not occupying a certain position in the minds of consumers mode. The bundling approach on consumer purchase intention significantly negative effect, indicating that consumers still can accept the current bundling way to make a purchase.Based on study results, combined with the actual situation in the mobile phone industry, this study presents the following several marketing suggestions:First, to ensure the quality of value, and actively promote product innovation; Second, the value of price stability, lower consumer price sensitivity; three, deeper emotional value stimulate emotional needs and consumer stickiness; Fourth, the development of social values, a brand resonance and social identity.Based on the research process, even though a lot of literature search and extensive reading, but because of manpower and material constraints and lack of accumulation of the author’s own academic knowledge, willingness to explore bundling consumers to buy, but also affect the perception of how the value of not deep enough. Since this study only focused on bundled phone, though its findings on mobile phone companies have a certain significance, but because of the perceived value of having inter-industry differences, some conclusions are likely to be widely replicated in other sectors, with the scope of the study itself some limitations.In this study, the perceived value of the future based on consumer willingness to buy various dimensions and research will certainly help in the study on the basis of this article, you can carry out research in the following areas:a paper on the phone bundled consumer perception study of the value of goods, but more broadly in-depth empirical study for the entire industry, researchers can follow for a particular mobile phone brand, or for other industries. Second, the conclusions of this study point out that the quality of the value of a positive correlation effect on purchase intention generated relatively weak, which specific reasons, this is a very worthwhile exploring. Third, the article is based on consumer perceived value, purchase intention and preference categories studied, researchers can follow based on other angles (such as brand equity), with other variables as Mediator, study on purchase intention. |
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